Resumen

PUENTE CASTRO, RAQUEL  y  LOPEZ DI BLASI, SABINA. What are the consumers of the majority market in Venezuela like? : An approach to building a psychographic profile. estud.gerenc. [online]. 2011, vol.27, n.119, pp.123-150. ISSN 0123-5923.

This investigation thoroughly discusses a profile of low-income consumers based on an understanding of their environment, everyday life, values, aspirations, and the dynamics of their purchasing and consumption habits. An ethnographic study of households was conducted in which sixty eight interviews were carried out among consumers at low socioeconomic levels in Venezuela. The main findings underline the fact that there are differences that would allow segmentation of these consumers into two groups "I’m not doing bad and I’m improving" and "I’m not doing well, and I can’t see a way out of this". Despite these differences, both groups share important similarities in relation to such values as family, solidarity, and honesty, and the conviction that success comes through education and work.

Palabras clave : Low-income consumers; base of the pyramid; consumer behavior; psychographic profile; values.

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